Quartile creates ‘largest cross-channel e-commerce advertising platform’ with Sidecar takeover

Quartile creates ‘largest cross-channel e-commerce advertising platform’ with Sidecar takeover
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Quartile, an ad optimisation platform for top e-commerce marketplace sellers, has acquired Sidecar, a performance marketing technology provider for e-commerce retailers and brands.

The two companies will combine under the Quartile name, growing the brand into the world’s largest cross-channel e-commerce advertising platform. Both platforms apply machine-learning and natural-language processing to provide data-driven strategies and best practices to brand marketers while also offering best-in-class reporting and ad management.

Quartile expects the acquisition to double its amount of advertising spend under management across all platforms to $2 billion in 2021. Unilever, Burt’s Bees and Thrasio are among the more than 5,000 brands currently using the platforms on e-commerce channels like Amazon, Google, Instacart, Walmart, Facebook and Shopify. The combined company will have clients across 26 countries.

Daniel Knijnik, co-founder and CEO at Quartile, said: “By combining Sidecar’s best-in-class solution and expertise managing campaigns for DTC e-commerce merchants with our proprietary AI-driven analytics and optimisation platform, we will create the most comprehensive and powerful e-commerce suite.

“The two companies’ complementary businesses, products and relationships will offer unrivaled benefits for our combined customers, employees and other stakeholders across a diverse set of markets.

“Retail marketers and small businesses are up against great odds when it comes to being seen in online marketplaces. Only 0.1% of products account for around 80% of the sales on e-commerce marketplaces, so brands recognize they need a holistic solution to help them compete in all marketplaces and direct-to-consumer websites.”

Both Quartile and Sidecar have witnessed exponential growth in recent years as fiercer competition among e-commerce merchants has led to increased advertising spend. Amazon is predicted to grow its ad revenue to $24.47 billion by the end of 2021, an increase of 55.5% year over year, closing the gap as the world’s third-largest ad network after Google and Facebook (whose ad revenues grew 34% and 43%, respectively). The platforms provide e-commerce marketers with a critical edge in this fast growing industry.

Andre Golsorkhi, founder and CEO of Sidecar, said: “We share a passion with the Quartile team for helping small businesses and large retailers grow their exposure, shopping audience, and brands across channels. 

“This acquisition is the ultimate example of how we continue to dig in for our customers as their challenges become more complex. By combining the aptitudes and technologies of Sidecar and Quartile, we are continuing to ensure the performance marketing excellence that retailers rely on us for.”

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